Thursday, 22 August 2013
Sharpening The Edge
No need to be overly creative here, either. If we're talking today's specs, I'd say a Samsung Galaxy S4 equivalent will do. If we're talking 2014, let's say it should match Samsung Galaxy S5. Wink-wink, nudge-nudge, say no more...
Now we're into the territory Canonical sadly forgot to cover with their original Edge (aka RIP Edge). Yes, they mentioned dock, but didn't show one, and also never mentioned whether it'll be included in the box. Let's correct their mistakes here (apart from the showing bit, that is).
So, the main dock, the one which converts Sharp Edge into a desktop system. For this, we need something truly elegant and fitting with the overall design. I'm thinking something along the lines of Nexus device landscape docks. This is because I envision the docked Sharp Edge will still show something on its screen. It can be used as an additional notification area (think clock, calendar, general notifications, photo frame, ...). This is, after all, still a phone, and it's easier to use its own screen for phone-like functions than using the monitor for, say, incoming calls. Since it's presumably also going to be a place where headset is connected it makes even more sense to make it have a bit of a life of its own. Hopefully it will also manage to somehow hide most of the other necessary cables, maybe by using a hidden (i.e., connected by a long thin cable and tucked out of view) "black box" where the screen, keyboard, USB, power, and other ports can be located and plugged into. In any case, we need to specify this in our project and make it look appealing. And include it in the box as standard. This is a high end device, after all.
But, this is not the only dock a Sharp Edge needs. Oh, no. So we go on to...
Nothing revolutionary here, really. It's been done before, not least by Motorola. We need to have a laptop-like shell where Sharp Edge slots in and becomes invisible, and we suddenly have a full laptop/netbook. To go one better on what I've seen so far, let's plug our Sharp Edge just so that it becomes the touchpad for our little wonder-dock. And why not? It has a touch screen already. Plus, it could again be used as an extra notification area. Patent lawyers take note: you heard it here first! The rest of the dock can be more or less standard fare. I'd go for between 10 and 12 inches screen size (remember, this is just one other way of converting your Sharp Edge). An additional (large!) battery would be great, too, especially if it could also recharge the one in the phone. A sprinkling of extra ports could come in handy, too. Also, let's make the laptop dock battery removable, and replaceable beneath its own cover (as opposed to making up part of the case). That way we can both have spares, and also try and sell battery-less laptop docks for those on a budget or those who value lightness over operation time (a charger port is a must, of course). This could help with crowdfunding perk selection, too. Finally, let's throw in a nice carry case as standard (but not for backers, let them buy them separately, but in various designs).
Must not forget cables! First the selection that will be available at launch needs to be made clear to backers. Then, we need to specify a very comprehensive set from the outset (pun intended). Most importantly, the retail package (and the phone perks!) must include at least one of every cable available. First, as a totally new product we can't expect an exactly thriving aftermarket at launch, but it's also a good marketing ploy. Why not get all the possible accessories when you already have all the cables you may need? But seriously, this is a high end product. Not including all required cable is cheap and nasty (I'm looking at you lens manufacturers, the ones which do not include a £10 plastic hood with a £750 lens).
I think this pretty much covers all the tangible bits, so we shall proceed to the intangibles: the software...
At the lowest level we absolutely need an unlocked boot loader, and the one for which source code is available - and easily. I'm thinking in the box, or better still on the device itself. If you're going to sell an open high end devices it needs to be really open. Now, for the corporate and security conscious types: there has to be an option to easily lock down a device so that only an authorised user can unlock it. IT departments and CIOs would not touch Sharp Edge with a barge pole if it didn't have this. But, to repeat: this should not be security through obscurity. Everything should be in the open, and only through that it can be made truly secure.
The Sharp Edge should ship with the ability to dual boot at least Android and a flavour of Linux.
As a phone, it should be able to run Android (plain Google version, nothing "customised") and one of the FOSS alternatives. Ubuntu Mobile and Firefox OS are the current candidates, but all the required specs should be made freely available so OSes like Meego, Jolla, and similar can be ported with relative ease, too.
As a desktop/laptop replacement, Sharp Edge needs to be able to dual boot again, and again out of the box. This time it should be with Android (yes, it can be useful as a desktop OS) and one of the Linux flavours. Again, all the required information for porting arbitrary OSes should be made freely available.
Above, I have mentioned spec being freely available so anyone can port anything to the Sharp Edge hardware (and accessories). Let's go one better and offer a full SDK. Maybe even include it in the box (hey, CD printing is cheap). We'll have one already to be able to build the thing in the first place, and it'll mostly be FOSS anyway so why not wrap it nicely, put a bow tie on it, and hand it out to customers? We could even sell a crowdfunding perk of early access to the SDK for developers who see the potential in building apps before launch.
Which all brings me neatly to the main thing, which is how to better structure the crowdfunding campaign...
The Crowdfunding Campaign
I think there's at least a bit of a consensus that the Edge crowdfunding campaign has been mismanaged and misconceived - and that's being generous. So, let's try and not make the same mistakes here. Below are the various perks I think have to be available so that the goodwill potential is maximised.
The Hall of Fame Perk
There should be a prominent page on the project's web site (and not just on the crowdfunding handlers's sites, but the official project site, too) where all the backers will be listed with varying prominence, depending on the perk they purchased. It is probably not enough to have just one level here. I'd suggest starting with absolutely minuscule amounts of, say, $1 for a tiny sized mention, up to maybe even $50 or more for a limited (but not too small!) number of increasingly prominent endorsements. The higher amaounts may also be able to receive a minor tangible gift (think, mouse pads, pens, stickers, ...). In any case, with a good PR campaign, hopefully a lot of people will decide a few bucks is a nice way to chip in, show support, and achieve that all-important warm and fuzzy feeling one gets when one backs a dear cause.
The Merchandise Perks
Now, this is the one where Canonical really got it wrong. We need a lot of those. We should scan the most successful similar projects and model ours on them. Mugs, t-shirts, mouse pads, hats, hoodies, stickers, bumper stickers, key rings. You name it, we got it! Every little helps, as the immortal supermarket jingle has it. Some of these should be included with some other perks (Hall of Fame ones, and actual phones, too).
If the crowdfunding handler allows multiple pledges per backer (and it should or we shouldn't use it) then every single accessory listed above, up to and including spare batteries should be made a separate perk (and there should be accessory bundle perks - several kinds). Remember, we need all the money we can get to fund our project. More importantly, however, our backers need all that we can offer to be able to use our product in the best possible way, and nobody expect to get all the accessories in the box. The more choice we give the more likely there will be a taker/backer.
Here, I'm talking about individual phone perks (well, maybe up to half a dozen in a pack - a family pack?). These should span the spectrum from one individual Sharp Edge retail box to Sharp Edge plus accessories combos (a few well constructed ones), to maybe "family packs" of a few phones in a bundle (up to half a dozen, I'd say). Make all these available at estimated production price (and be open about it!) or a little bit more (and be open about that, too!). Include a few "Limited Edition" runs, too. In any case, avoid the disaster of Canonical Edge phone perks mess.
Have a few perks customised towards developers. Maybe a number of phones with interesting hardware test points exposed. Some early access to SDK perks. Phone and SDK combo perks. "Developer Edition" phones (think custom snap-on backplates - also a possible accessory perk, and cool design decision). Think like an app developer and let rip.
A nice idea by Canonical, this one. Have several sizes of these (small, medium, large business). Have various accessory/SDK options. Offer exclusive support contracts. Offer active help in customising and locking down devices.
Blue Sky Perks
Include a few "blue sky" perks. One for a cool $1 million. Go even wilder. You may not get any backers for these, but it'll put a smile on others' faces and that may help them open their wallets a bit more. And who knows, maybe a like of Mike Shuttleworth or Richard Branson decides it's fun to back you (and maybe later invite you to a private chat about your next product - or even this one).
Do you agree we have enough nice perks now? I sure think we do!
At this point, a lot of the people I've interacted with (have been shouted at by, in other words) in the course of commenting on the Edge project would ask where do they look to find my - FOSS or other - ideals. To them I say: look again - it's an open project. As open as can be in fact, including the pricing and marketing. But, it also needs money to become a reality. And to get money from crowdfunding one needs to make it appealing to the crowd to part with their money. And one needs them to go away with a bit more than a warm fuzzy feeling and an emptied wallet (to this effect I'd also choose Kickstarter over Indiegogo, as it doesn't lock people's money unnecessarily until the project is a go).
Now, we just need to go away and have a long hard look and think into the economics and logistics of such a project. Once we've done that, all of the above perks and their (un)limited availability will become clear. And to end this post, this last bit seems to have been sorely missing from the original Edge project. Miscalculated, mismanaged, and mis-planned. Sad, really.
Got to go now. I've Richard Branson on Line 2...
"Oh, high Rich, how's the beard..."